Sorry – that title is a bit misleading. I am not suggesting Jochen Zeitz, the chief exec of PPR-owned sportswear brand Puma, is in favour of counterfeiting. Rather, I was struck by comments he made as reported today in the FT regarding the benefits of synthetic fabrics vs leather in ye olde sneakers, and how the former were significantly better for the environment than the latter. This is something you actually hear a lot from various environmentalists, and it seems to me most consumers would consider it surprising. They also might be surprised to learn that fashion, whether driven by eco concerns or just the lust for the new, is fast going in the same direction.
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